Creating a Creating a Frontline Advocacy Frontline Advocacy

PlanPlan

Another PowerPoint Presentation

by Caroline HanPasadena Public Library

Why a Plan?Why a Plan?• Each library is unique.Each library is unique.

– Successful frontline advocacy depends on Successful frontline advocacy depends on tailoring its principles to each library’s tailoring its principles to each library’s strengths and weaknesses.strengths and weaknesses.

– A library’s message depends on its:A library’s message depends on its:• Patron demographics (Kids? Families? Older Patron demographics (Kids? Families? Older

adults?)adults?)• Location (Near a school? Downtown?)Location (Near a school? Downtown?)• Offerings (Internet access? After-school Offerings (Internet access? After-school

programs?)programs?)

– A library’s plan depends on its:A library’s plan depends on its:• Specific employeesSpecific employees

How to Create a PlanHow to Create a Plan

First, answer the following First, answer the following questions:questions:

1. What is your goal?2. What are your objectives?3. What are your strategies?4. What is your message?5. What data support your message?6. Who is your target audience?

1. Why should they care?2. How are you going to reach them?

How to Create a Plan IIHow to Create a Plan II

Then, enact the following steps:Then, enact the following steps:1. Create a dialogue*2. Create a task force*3. Decide on a simple message4. Determine ways to communicate the

message5. Infuse frontline advocacy into everything

you do6. Train staff7. Devote time8. Evaluate

Assumed to be already done, since you’re all here …

What is Your Goal?What is Your Goal?

• Successful frontline advocacy strategies Successful frontline advocacy strategies result from result from clearly defined goalsclearly defined goals..

– Identify Identify key issueskey issues and and desired outcomes.desired outcomes.– Identify Identify positive effectspositive effects if your goals are if your goals are

achieved.achieved.• Examples:Examples:

– You want to prevent a reduction in library hours.

– You want to remind people that they can borrow music and movies free of charge.

– You want students from the local high school to know about your library’s spacious study areas.

What are Your What are Your Objectives?Objectives?

• Why are your goals Why are your goals important?important?– To the To the library?library?– To the To the patrons?patrons?

• Examples (for patrons):Examples (for patrons):– People who work odd hours can still visit the

library late at night or early in the morning.– Getting music and movies from the library,

as opposed to a store, saves money.– Students can make use of in-depth

educational resources as they study in a conductive environment.

What are Your What are Your Strategies?Strategies?

• How that you have clear goals and How that you have clear goals and objectives,objectives, you can brainstorm some you can brainstorm some strategies.strategies.

• Examples:Examples:– Alert people who regularly use the library at

odd hours about your situation, and ask them to write a letter to the Mayor about their plight.

– Let people know about your library’s wide selection of CDs and DVDs, via eye-catching displays.

– Collaborate with local high school teachers on lesson plans and school projects.

“How are you going to persuade them [your patrons]? What will your actions be? These are your strategies. Ask as many people in your library as possible to add ideas. At this point, there are no bad ideas!”(“Goals-Objectives-Strategies Worksheet,” 2010, p. 1)

“Get the whole library ‘family’ involved -- all staff, trustees and Friends. Make sure everyoneunderstands the rationale and has an opportunity to give input”(“Developing Your Advocacy Plan,” 2010)

“Make this list of strategies as long as you can”(“Goals-Objectives-Strategies Worksheet,” 2010, p. 2)

Brainstorming strategies is possibly the most important step of

creating your frontline advocacy plan.

What is Your Message?What is Your Message?

• Your message should:Your message should:– Be easily remembered: Be easily remembered: 15 words or less.15 words or less.– Embody your goals and objectives.Embody your goals and objectives.– Focus not on the library, but its patrons.Focus not on the library, but its patrons.

• Examples:Examples:– “Without your support, library resources

won’t be available – but not in the way you think!”

– “Libraries aren’t just for books.”– “You can’t get a good education without a

good library nearby.”

What Data Support Your What Data Support Your Message?Message?

• Your message is null Your message is null unless unless you have you have the information to back it up!the information to back it up!

• Luckily, your library should have (or Luckily, your library should have (or find) plenty of records and data to find) plenty of records and data to provide proof.provide proof.– Also: Anecdotes? Facts? National trends?Also: Anecdotes? Facts? National trends?

• Tips for using data:Tips for using data:– Make it clear and easy to understandMake it clear and easy to understand– Make it relevant to the patronMake it relevant to the patron– Shows the positive impact of your libraryShows the positive impact of your library

Who is Your Target Who is Your Target Audience?Audience?

• Your target audience will dictate Your target audience will dictate how how best to create and implement your best to create and implement your advocacy planadvocacy plan::– How best to How best to make them care?make them care?– How to reach them?How to reach them? (Offline? Online?) (Offline? Online?)

• Examples:Examples:– Late hours allow those who work non-

standard hours to enjoy the library like everyone else.

– Late hours allow students to study at their local library long after school.

“Congratulations! You’ve done a lot of thinking and planning. You’ve looked at all the ways you can communicate your library’s message and who needs to hear it. Now is the time for you and your Frontline Advocacy Team to boil it down to a neat … snapshot”(“Frontline Advocacy for Public Libraries,” 2010, 2.5.i)

“Break tasks into bite-sized pieces. For those who are ‘too busy’ but want to help, have a ‘to do’ list to choose from, such as attending one school board meeting, writing a letter to the editor or making one phone call to a key official”(“Developing Your Advocacy Plan,” 2010)Now that you have a plan ... go out and implement it!

Evaluating Your EffortsEvaluating Your Efforts

Simply ask yourself the following:Simply ask yourself the following:1. Did we accomplish our goal?2. What were the most effective activities we

undertook? 3. Why were these successful?4. What clearly did not make very much impact?

Why?5. What did we learn that surprised us?6. What would we do differently next time?7. How are we going to share our evaluation with

the rest of the library staff?

The EndThe EndGood luck on creating your Good luck on creating your frontline advocacy plan! frontline advocacy plan! Remember you have the Remember you have the support of everyone at support of everyone at

Pasadena public Library!Pasadena public Library!

Bibliography & Required Bibliography & Required ReadingReading

• (2010). Frontline Advocacy for Public Libraries. American Library Association. Retrieved from http://ala.org/ala/issuesadvocacy/advocacy/advocacyuniversity/frontline_advocacy/frontline_public/index.cfm– Eight Steps to Getting Started [PDF]– Frontline Advocacy Plan – SWOT Analysis Template [PDF]– Goals-Objectives-Strategies Worksheet– Crafting Your Message– Your Parking Lot Speech– Target Audience Planning for Al Advocacy Staff– Your Frontline Advocacy Plan– Evaluating Your Efforts